“Island Style” Ad Campaign
Woodgrove Centre is Vancouver Island’s largest shopping centre proudly owned and managed by Ivanhoe Cambridge Inc. They take pride in offering their shoppers a friendly, fashionable and up to date shopping centre experience.
A promotional social media marketing campaign was needed to reach customers across popular platforms and to help increase sales and foot traffic during the back to school season.
- Facebook Advertising Campaign
- Social Media Marketing
- Video Production (Click to View on YouTube)
- Conversion Strategy
- Usability Analysis
- Web Design & Development
- Photo & Video Gallery Integration
- SEO (Search Engine Optimization)
- Web Analytics
- Domain Registration & Hosting Setup & Management
- Facebook Video Contest Setup & Management
For the back to school season, a Facebook video contest themed, “What’s your Island Style?” was integrated into the campaign. Facebook was the chosen medium due to the popularity of the Woodgrove fan page and the vast opportunity with over 400 million members. There is a large percentage of back to school shoppers that use Facebook almost daily and it was a great way to connect with them. In addition, we wanted to showcase Woodgrove as a leader in technology by utilizing the latest social media tools available.
A campaign micro site was included, www.yourislandstyle.com, to serve as the doorway into the campaign.
A targeted Facebook ad campaign was used for additional promotion:
- Area: Nanaimo & 25 mile radius
- Total reach: 51,380
- Estimated impressions: 15,000 per day
There were a few methods to approach the creation of the contest. After reviewing other Facebook contests and the Facebook promotional guidelines we decided to use a high end contest application.
The contest application was developed that integrated with Facebook to allow entries, video submissions, voting, commenting, and sharing; all of which generated newsfeeds and helped spread the word. It also provided an administration back end for management and moderation.
This is an award winning application used by other large brands including CNN and Victoria’s Secret.
The first of many Facebook contests we have continued to run generated hundreds of entries, a data export to view and analyze promotion data was provided, their Facebook fan base increased, and brand awareness and loyalty was expanded upon.
Consumers engaged with the campaign via the micro site and Facebook. They invited their social network friends and generated activity feeds that promoted their brand within the social networks.Generated buzz in the community via word of mouth.
Woodgrove Centre is now showcased as leaders in technology and social media marketing.
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